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Best Western Hotels & Resorts

David Panas

Managing Director, Operations

He rebuilt CX around the five minutes a hotel manager actually has.

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Watch the story.

1 min
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“A hotel manager has five minutes to focus on customer feedback, but they still need to run their hotel based on what their paying customers are telling them.”

— David Panas

The challenge

More capability turned into more complexity.

Years of adding new functionality had left BWH Hotels with a wealth of guest insight, but too many steps to reach it. For busy hotel operators, finding what mattered could mean clicking through pages, filters, and reports they simply didn’t have time for.

David Panas — The challenge graphic
AI-Generated

The score was easy to find.
The “why” wasn’t.

Hoteliers were logging in to check their scores and required alerts, while much of the guest insight that could help explain what was working, what wasn’t, and where to focus went untouched.

The shift

Design for the five-minute manager.

Nearly a year of listening revealed what hotel operators needed most: a faster path from guest feedback to what deserves attention. David redesigned the program around the reality that managers have minutes, not hours, to find the insight that can help them run a better hotel.

David Panas — The shift graphic
AI-Generated

“Make it simple. Make it easy. Take the thought out of it.”

— David Panas

What changed

Make the opportunity impossible to miss.

The new approach flips the old model. Instead of opening the scores and searching for the story behind them, hoteliers immediately see guest sentiment and the biggest opportunities to improve. AI summaries and deep dives take them further in a click, without requiring them to become analysts.

David Panas — What changed graphic
AI-Generated
The impact

Five minutes became more than enough.

40 minutes → 10 seconds

What once required layers of searching and filtering can now be surfaced within seconds of login.

One click to the why

AI summaries and deep dives reveal what’s behind guest feedback without requiring analysis.

Opportunities before scores

Hoteliers see where to improve first, turning score chasing into action.

Built to work across borders

~100 domestic and international hotels are pressure-testing the new approach across markets and ways of operating.

How the work evolved.

贵谤辞尘… 罢辞…
Bolting on the next new capability Stepping back to simplify the whole program
Designing for the power user Designing for the five-minute hotelier
Chasing the score Putting guest opportunities front and center
Global needs as an afterthought Getting global teams involved from the start

David’s advice

  • Listen before you redesign.

    Spend time with the people using the program. Understand what works, what doesn’t, and what they actually need.

  • Question what’s become routine.

    For nearly 20 years, BWH Hotels asked about the stay overall, but not key specifics like sleep. David’s lesson: the biggest opportunities appear when you challenge the way things have always been done.

  • Look for the best answer, not the perfect one.

    Big decisions rarely come with one right answer. Do the homework, make the best call with what you know, and stay willing to adjust as you learn.

David Panas — advice graphic
AI-Generated

“Sometimes the hardest part of change is questioning the things that have always worked.”

— David Panas

Where to begin

Find your five-minute manager.

Design for the person who needs customer insight to make better decisions, but only has minutes to find what matters.

  • Identify where limited time gets in the way of using customer feedback

  • Ask what they need to know in their first five minutes

  • Watch how many steps it takes them to get there

  • Remove one of those steps

David Panas — where to begin graphic
AI-Generated

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Modern CX, Made Achievable

A step-by-step guide to building a more connected, actionable, and scalable CX program.

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Best Western Understands What Matters Most with 糖心原创

See how Best Western improved guest experience and revenue with feedback.

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